iPads have changed the way people communicate and go about their daily lives. Compared to the relatively slow adoption of Windows-based tablet computers, the iPad was a runaway success right out of the gate. Within two months of its launch in the spring of 2010, there were 2 million iPads in circulation. Many of those first iPads found their way into the briefcases of marketing and sales professionals.
I believe the iPad is a game-changing trend, and sales and marketing is one sector where the device will take off.
- faster web surfing;
- more applications;
- a beautiful display screen;
- a functional keyboard; and
- a battery life of 10 hours or more.
According to Adam Soroca of Jumptap, a provider of mobile advertising solutions, "the most meaningful enhancement to the iPad 2 is the upgrade to the A5 Chip. Coupled with the HTML5 palette, the faster processing speed will enable advertisers to engage their audience in far richer ways.”
For companies that have embraced video as a tool for engaging consumers, the iPad 2 is your new best friend. “The dual core processor and upgraded graphics speed unlock the ability to design more intricate rich media ad units featuring enhanced sight, sound and motion,” said Soroca.
Why the iPad 2 is a smart choice for marketers
iPads do a good job with email, word processing, web browsing and about a million other things thanks to Apple's App Store. Some people say that the iPad isn't any better than a laptop computer. That’s true if all you're doing is comparing the features of an iPad to the features of a laptop. But doing so would mean you're making a big mistake. iPads have become the latest weapon in selling.
Just ask Michael Hedges, CIO of Medtronic, who ordered 4,500 iPads to be used by his company's sales reps in face-to-face meetings with physicians. In a recent interview with The Wall Street Journal, Hedges said, "[The iPad] enables our sales employees to do a much better job of engaging in a really different way than we've done before."
If you're a sales rep or dealer working a trade show or meeting face-to-face with a customer and you need a versatile tool for quickly accessing content that aids the consumer's product evaluation process, the iPad is for you. Nothing beats the iPad 2 for using content in all its forms — e.g., video, user testimonials, product reviews and PowerPoint presentations — to educate and excite buyers.
Once you have a prospect's attention with the click of a button, you can quickly opt them in to your company’s email program so you can start delivering relevant information, offers and invitations that aid the purchase decision.
Joel Book is director of eMarketing education for ExactTarget, an Indianapolis-based provider of on-demand software for permission-based email and mobile marketing. Reach Joel at email@example.com.